Marketing Copy

Marketing Copy

Frameworks adapted from Jim Edwards' Copywriting Secrets (31 secrets). Principles are presented as universal craft; consult the reference files for detailed templates and examples.

Modes

If critical information is missing (product, audience, desired action), ask before generating regardless of mode.

Writing copy workflow

1. Gather context

Determine from the request or by asking:

• Product/service: What are we selling?
• Audience: Who is the ideal customer? (If unclear, build a F.R.E.D. avatar, see below)
• Desired action: What should the reader do? (Click, buy, sign up, register, reply)
• Medium: Where will this copy appear? (Sales page, email, ad, social post, product listing)
• Angle/hook: What is the main promise or curiosity trigger?

2. Build the avatar (when needed)

If the audience is undefined, load references/fred-avatar.md and run through the F.R.E.D. framework:

• Fears: What keeps them up at night?
• Real desires: What do they actually want (not what they say they want)?
• End goals: What is the ultimate outcome they are chasing?
• Dreams: What does success look like for them?

Also capture: demographics, where they hang out online, words and phrases they use, their objections and skepticism.

3. Apply the framework

Select the copy type and load the matching reference:

For psychology and emotional triggers, load psychology-and-emotion.md.

For proof elements (testimonials, credibility), load proof-and-closes.md.

4. Generate variations

For headlines, bullets, subject lines, and hooks: produce 3 to 5 variations using different angles or formulas. Label each with the technique used.

For long-form copy (sales letters, emails): produce one complete version, then offer alternative openings or headlines.

5. Polish

Apply the editing checklist from swipe-and-polish.md:

• Cut filler words and hedging language
• Tighten paragraphs (1 to 3 sentences for email and ads)
• Strengthen verbs; replace passive with active voice
• Check reading level (aim for grade 6 to 8)
• Read aloud to catch awkward phrasing

Reviewing copy workflow

Checklist audit (quick)

Load review-checklist.md and score the copy on a 0 to 2 scale across each dimension:

• Headline: Does it grab attention and create curiosity?
• F.R.E.D. alignment: Does it speak to the avatar's fears, desires, and language?
• Bullets: Are they benefit-driven (not just features)?
• Emotion: Does it connect emotionally before asking for action?
• Call to action: Is it clear, specific, and singular?
• Proof: Are there credibility elements?
• Risk reversal: Is there a guarantee or objection handling?
• Clarity: Could a 12-year-old understand the offer?

Output a scored table with specific fix recommendations for anything scoring 0 or 1.

Deep critique (thorough)

Go line by line through weak sections. For each problem:

1. Quote the problematic text
2. Identify the principle violated
3. Provide a rewritten alternative
4. Explain why the rewrite works

Offer to apply all fixes and produce a revised version.

Key principles (always apply)

1. People buy on emotion, justify with logic. Lead with feeling, support with facts.
2. It is all about them, never about you. The reader cares about their problems, not your product features.
3. The headline is the most important piece of copy. If the headline fails, nothing else gets read. Spend disproportionate time here.
4. Features tell, benefits sell. Every feature must answer "which means..." to the customer.
5. A confused mind says no. Clarity beats cleverness. One message, one offer, one call to action.
6. Risk reversal increases conversion. Remove the buyer's risk with guarantees, trials, or bonuses.
7. Great copy is assembled, not written. Use proven formulas and patterns (swipe files) rather than inventing from scratch.

Reference library